So many people talk about variable data printing, but have you ever thought about variable inserting for even more precise target marketing? Consider this…

• BIG data or small data—it doesn’t matter. You can personalize your direct mail projects so the recipient doesn’t even know it’s directed specifically at them.
• If you use customer buying patterns or next logical purchase analytics you can develop a direct mail promotion that fits each recipient best.
• Included with the direct mail offer are inserts or buck slips that promote the next logical purchase.
• Perhaps the mailing focuses on 5 or 6 different products. By printing a 2d barcode on a letter or statement, an inserter knows when to fire from a specific pocket. For example, a bank could upsell some customers a debit card and automatic deposit while other customers receive online banking and safe deposit box inserts. The 2d barcode takes up very little real estate on a printed page and offers the flexibility to use pinpoint accuracy.
• One of the tricks to any inserting project is, “don’t skimp on the recipe.” In others words, use clean data, quality printed materials and a quality envelope to streamline production. I saved money once on envelopes, but it cost plenty due to jamming—oops! Now we consult with Western States Envelope & Label first, then order the correct envelopes…thanks WSE&L!